4 Factors to Consider when Building your Customer Relationship Strategy

The value of customer relationship management strategies (CRM) lays not so much in their ability to document relationships with customers as in their ability to optimize and refine customer experiences, as well as the relations between company and clients. This is the great conclusion reached by the report published by Customer Contact Week Digital focused on the management of the relationship with customers and its value with respect to the current trend of customer centricity. Therefore, the study describes 4 factors to consider when building your customer relationship strategy.

According to this study, to measure the value of customer relationship management, it is necessary for organizations to ask four fundamental questions about the focus of their strategy in this area. If the company is able to respond affirmatively to these four issues, then it means that it has taken the right path with respect to the management of the relationship with customers. Let’s see what those questions are according to the CCW Digital report.

4 Factors to Consider when Building your Customer Relationship Strategy

1.- Does your strategy strengthen the customer experience?

Contact with the client has as an essential objective to provide a better customer experience and, consequently, an effective CRM strategy should help in that purpose. Instead of imposing limitations on customers, the company must provide elements and experiences that really matter to them. The result will be no other than the establishment of consistent, meaningful and lasting bonds between the company and the client.

2.- Does the experience of the agents improve?

The optimization of the customer experience necessarily involves an improvement in the experience of the agents that interact with the clients. Creating value for the customer is the ultimate goal of the CRM strategy, and of the customer experience in general. And given that the representatives of the organizations are the ones who communicate directly with the clients, the agents develop a fundamental role in the delivery of this value, promoting satisfaction and demonstrating the degree to which the company cares about its customers.

3.- Does it collect and enhance the full course of the customer experience?

The customer experience is a complete trip; currently, all points of contact, both direct and indirect, are crucial in the configuration of customer relationships. As a result, customer relationship management solutions cannot have a limited scope, can not be exclusive of certain parts of that trip that the customer experience supposes, but must reach each and every one of the interactions.

4.- Tells a story?

CRM strategies go far beyond the registration and analysis of data, and its objective should not be limited to creating a file of customer information, but should serve to transform impersonal data into valuable information that allows a remarkable improvement the general experience. It is about developing a CRM strategy that tells stories that direct the agents and the system towards the best possible action for a specific and specific client at a specific time due to the context, the channel, and so on.

The roadmap of the relationship between companies and customers

Relations with customers are based on experiences that create a unique and demonstrable value for them. They are based on the perspective that transactions are not isolated events but trampolines for long-term connections. The customer relationship management strategy should help create this value and forge these connections.

The collection of customer data and interactions is a necessary component of the CRM strategy, but it is not the goal of the effort. The real goal (the real difference) is to create a mechanism to use the data to create better experiences during the trip. Customer relationship management solutions should contribute greatly to the creation of a more satisfactory and permanent relationship with customers.